Mind.Fit says it’s all in the mind

After Eat.Fit & Cult.Fit, Cure.Fit, an integrated platform for food, fitness and meditation promotes Mind.Fit brand known for yoga, meditation and therapy through an attractive caricature inspired OOH campaign. The brand targets the young professionals living a hectic work life by sending out a solution to beat their work stress through yoga and meditation. In association with MOMS Outdoor Media Solutions agency, the campaign was executed exclusively in Bengaluru for 20 days.

As the campaign was especially meant for professionals, the agency mindfully designed the media planning by choosing locations such as corporate parks and arterial roads. Both different locations were targeted with tailored communication; for instance, the creative plastered at workplaces narrated how to be peaceful at work in the midst of work issues. Wherein, the other creative with heavy traffic sent out a message to beat the stress with Mind.Fit. Interestingly to create the buzz, the campaign used ‘MyHappyPlace’ tagline in their creative.

The campaign was mainly deployed on billboards, gantries and FOBs in the outdoor.

“The brief from the client was to go hyper local. We had to identify each and every media based on its distance from the fitness studio. Identifying the areas based on potential TG touchpoints & geo-targeting is what worked for the campaign. The aim of the campaign was to create buzz and awareness for Mind.Fit in the vicinity of the fitness studio which we were able to create,” said Jayesh Yagnik, COO, MOMS Outdoor Media Solutions.